EGYPT Law and Practice Contributed by: Mohamed Eldib, Eldib & Co
tent. If AI is used to generate likenesses or synthetic endorsements, the advertiser must ensure proper disclosures and obtain any necessary permissions. Ethical concerns are growing, particularly in relation to synthetic images, voice replication and the risk of consumer confusion. 8.2 AI-Related Claims Claims that a product is powered by or developed using AI, or includes AI-driven features, must be accu - rate and not misleading. Advertisers are expected to avoid exaggeration or technical claims that cannot be substantiated. There is growing regulatory interest in ensuring that such claims are not used purely for mar - keting purposes without a clear explanation of the AI’s role. Misrepresentation in this context could give rise to enforcement under the Consumer Protection Law. 8.3 Chatbots There are no specific rules governing the use of chat - bots in advertising, but the general legal framework applies. If a chatbot is used for promotional purposes, it must be clearly identified as automated and must not mislead the user into believing they are interacting with a human. Consent is required if the chatbot col - lects personal data or initiates unsolicited marketing. The use of chatbots to simulate human endorsements or interactions may raise legal and ethical concerns, particularly in sensitive sectors such as health or finance. 9. Web 3.0 9.1 Cryptocurrency and Non-Fungible Tokens (NFTs) Cryptocurrencies such as Bitcoin are strictly prohib - ited under Egypt’s Central Bank and Banking Sector Law No 194 of 2020. This law bans the issuance, trad - ing, promotion, operation of exchanges or any related activities without prior approval from the Central Bank of Egypt. Those found in violation face imprisonment and fines between EGP 1 million and 10 million. In addition, the Financial Regulatory Authority and the Central Bank have issued repeated warnings in 2025 against advertising or promoting crypto products due to risks of fraud, financial crime and instability.
As a result, non-fungible tokens (NFTs) and other cryp - to-related products remain in a legal grey zone. Any promotional activity connected to tokens or crypto is effectively restricted and may be subject to enforce - ment under general consumer protection and financial stability principles. 9.2 Metaverse There are no specific laws concerning advertising within metaverse environments in Egypt. However, any marketing content targeting Egyptian consum - ers, whether via virtual platforms or immersive envi - ronments, must comply with all standard advertising regulations, including misleading claim prohibitions, disclosure requirements and data protection princi - ples. Advertisers should proceed with caution and ensure clear transparency and consumer safeguards. Advertising of certain product categories is subject to strict oversight in Egypt, particularly where public morals, safety or national sensitivities may be impact - ed. The following highlights key regulated products. • Alcoholic beverages: Advertising is subject to a complete ban on national television, radio and print media (with limited exceptions for wine in print). The promotion of alcohol is viewed as harmful under Article 5 of the Civil Code and Decree 220 of 1976, which prohibit content that normalises drink - ing or depicts it positively. • Gambling and lotteries: Gambling is strictly regu - lated, and its advertisement is generally prohibited unless it is depicted as harmful or discouraged. Lotteries may only be promoted through legally established entities within Egypt, with prior approv - al from the Ministry of Social Solidarity. Positive portrayal of gambling or lotteries is not allowed. • Pharmaceuticals and medical devices: Advertise - ments for licensed prescription and non-prescrip - tion drugs must be approved by the Ministry of Health and must not cause widespread offence. Content targeting minors or featuring exaggerated medical claims is prohibited. 10. Product Compliance 10.1 Regulated Products
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